AI has been part of the CRE conversation for years, but 2026 marks a clear change. The industry is moving beyond experimentation and into execution. The question is no longer whether AI belongs in leasing and marketing workflows, but how effectively it is embedded into daily operations and decision-making.
AI Moves from Pilot Programs to Core Infrastructure
AI adoption across CRE has reached a point where access is no longer the differentiator. According to JLL’s Global Real Estate Technology Survey, more than 90% of CRE organizations are now piloting or actively using AI, compared to single-digit adoption just a few years ago. At the same time, JLL reports that only about 5% of firms say they have fully achieved their AI goals, revealing a widening gap between adoption and impact. McKinsey reinforces this trend across industries, noting that AI leaders consistently treat AI as infrastructure—integrated into data, workflows, and governance—rather than as standalone tools. In 2026, CRE leaders are defined less by whether they use AI and more by how deeply it is embedded into core leasing and marketing operations.
Smarter Targeting Replaces Broad Visibility
Leasing and marketing strategies are shifting away from maximum reach toward maximum relevance. AI enables CRE teams to identify which brokers, tenants, and decision-makers are actively in-market based on real behavioral signals rather than static lists or assumptions. McKinsey’s State of AI research shows that 65% of organizations now use generative AI regularly in at least one business function, reflecting how quickly behavior-driven targeting and decision support have become mainstream expectations. Providing better engagement quality, reduced wasted spend, and more efficient leasing strategies—critical advantages as budgets face continued scrutiny.
Real-Time Insights Shorten Leasing Timelines
Traditional reporting cycles often delay action. By the time monthly or quarterly reports are reviewed, market conditions and audience behavior may already have shifted. AI-powered platforms change that dynamic by delivering real-time insight while campaigns and outreach are still live. Industry leaders have identified dozens of AI use cases across CRE workflows, many focused on faster decision-making and improved responsiveness. These real-time feedback loops allow teams to adjust messaging, targeting, and spend in motion, helping shorten leasing timelines and improve execution.
Automation Reduces Operational Drag
One of AI’s most immediate and measurable impacts is the reduction of manual work. Reporting, optimization, audience refinement, and performance analysis can now be automated with greater speed and accuracy. Research consistently shows that organizations using AI at scale are reallocating time away from repetitive operational tasks and toward higher-value strategic work. For CRE teams, this means more focus on asset positioning, broker relationships, and deal strategy.
Expectations Shift from Efficiency to Measurable ROI
As AI becomes commonplace, expectations rise alongside adoption. Stakeholders are no longer impressed by pilots or experimentation alone. They want proof of impact. Industry findings highlight a clear reality: while most firms are testing AI, only a small percentage are translating it into measurable business results. Leaders in the industry echo this gap, noting that organizations capturing real value from AI are those that tie it directly to business KPIs rather than isolated productivity gains.
AI Shapes Market Demand and Competitive Positioning
AI’s influence extends beyond internal workflows and into the market itself. Research increasingly points to AI-driven shifts in workplace strategy, tenant expectations, and how assets compete for attention. Properties that leverage data, personalization, and digital intelligence are better positioned to attract tenants and stand out in crowded markets. As AI adoption accelerates, it will continue to influence how properties are evaluated, marketed, and selected—raising the baseline for what “competitive” looks like in CRE.
Conclusion
In 2026, AI is no longer a test case or future initiative. It is infrastructure. CRE teams that embed AI into leasing and marketing workflows gain sharper targeting, better visibility, and faster execution. Those that don’t risk falling behind, not because AI is unavailable, but because it is underutilized.
